Conducting ethnographic research with Hispanic consumers

Getting to know you

Editor's note: Pablo Flores is the international research director at Axen Research, Los Angeles. Jennifer Karsh is president and founder of Axen Research.

In the past several years, marketers have become increasingly interested in Hispanic consumers. The latest census shows that the population of Hispanics in the U.S. is on a growth trend, increasing by 35 percent from 2000 to 2010, and expected to increase by another 12 million people from 2010 to 2020 (U.S. Census Bureau). When you consider that U.S. Hispanic spending growth is more than double non-Hispanic spending growth, it’s easy to see just what all of the buzz is about.

As a qualitative research firm that specializes in ethnography, we have seen a sharp increase in demand from companies seeking to conduct ethnographic research among Hispanics. Over the course of the last two years, we’ve led dozens of Hispanic ethnographies for food and entertainment clients – two categories where Hispanic spending growth trumps that of the general market. Even clients who have not traditionally viewed Hispanic consumers as their target recognize the enormous opportunity presented by this influential group.

Intimidated and overwhelmed

As companies look to expand their brand and product offerings to Hispanic consumers, many feel intimidated and overwhelmed. A sense of mea culpa is often encountered among marketers and brand managers, who feel like they should know more about the increasingly important Hispanic market but don’t know where to begin. Here’s the good news: Ethnography can provide a clear and useful starting point for companies that have never conducted any research among Hispanics. In fact, not being familiar with a market can actually be beneficial when it comes to conducting ethnography. One of the most important tenets of ethnographic research is to begin the experience with what we often refer to as a beginner’s mind. This term, taken from Zen Buddhism, suggests that you look at a person or an experience as if you are doing so for the very first time. In this way, a lack of knowledge about a given cultural group or market is actually an advantage. Through the absence of preconceived ideas, companies have the opportunity to reap the greatest benefits ethnography has to offer.

So what does it take to conduct ethnographic research with Hispanics? Like all ethnographic research, Hispanic ethnography requires the leadership of a peer moderator – someone who belongs to, or is deeply immersed in, the culture. We sometimes refer to our ethnographic researchers as Sherpas because they provide insider knowledge and guidance in leading clients through the consumer’s cultural context and experience. This role is especially important when conducting qualitative research among Hispanics in the U.S. With multiple countries of origin and markedly different levels of acculturation, it is crucial to have a culturally-sensitive Hispanic moderator who is able to bridge the cultural divide and discover insights that will bring the Hispanic consumer experience to life.

Companies or clients who commission an ethnographic research study should not be passive observers. The key to ethnography is the act of immersion – taking part in the experience of the field research by actively observing it. We call this participant observation.  Like a true anthropologist, participant observers immerse, observe and record what they see in order to document the experience and later make meaning of it. While we ask clients to take an open (beginner’s) mind to the experience, we offer a primer that helps provide important guidelines and context for their participation. A thoughtful pre-field briefing is also key in preparing participant observers for their important role in the field.

Special considerations

As with any culture, there are special considerations for conducting ethnographic research among Hispanics:

Extend your timeline. When planning your research initiative, you should add one to two extra weeks into your schedule to allow for the additional time required to recruit Hispanic research participants. Be sure to hire a firm that specializes in Hispanic recruiting and ask for several client references. Many recruiters may say they have a broad sample of Hispanics in their database but make sure they prove it to you through references and sample studies. Recruiting Hispanic consumers is a high-touch process that often requires grassroots recruiting, many points of contact and frequent communication.

Hire a Sherpa. Even the most skilled moderator will not be able to decode key insights without proper knowledge of the cultural context. Hispanic culture is multidimensional and represents a wide variety of demographics – from ethnic and linguistic makeup to levels of acculturation and socioeconomic status. Every region, every country and often every city hold cultural nuances that dictate traditions and, more often than not, consumer behavior. An experienced moderator will help navigate the very complex terrain that surrounds the Hispanic consumer.

Open your mind. To have a successful ethnographic research project you don’t need to be an expert in Hispanic culture but you do need to be culturally sensitive. A research firm worth its salt will advise you on how best to dress, how to engage and what to expect when observing an ethnographic research session with Hispanic consumers. Being conscious and considerate of customs and beliefs is a crucial component of successful ethnographic research with Hispanic consumers.

Look deeper. Regardless of their language skills, Hispanic respondents may be less forthcoming than the average gen-pop respondent. It is important to keep in mind that the best respondent is not always the most outspoken person. It takes time to create rapport between a moderator and interviewee and even more so for Hispanic respondents, who may not be as comfortable sharing personal information as their gen-pop counterparts. For this reason, a Hispanic moderator’s first priority must be to establish a sense of trust and create a safe environment in which respondents feel free to share their innermost opinions and beliefs.

Health and nutrition

As an example of ethnographic research in action, a major health care company hired us to better understand how to communicate to Hispanic consumers on the topic of health and nutrition. Through a series of ethnographies, we talked to more than 30 participants about their medical history, their perspectives on health, wellness and nutrition. We uncovered many important insights:

• Hispanic moms are very self-sacrificing and often put their needs last.
• Hispanics often opt for folk-healing and home remedies before seeking medical advice.
• Diabetes or “sugar in the blood” is viewed with less alarm and urgency by Hispanics versus the general population.
• Hispanic women use the fit of their clothes, rather than a scale, as a gauge of their overall health and fitness.

Among Hispanics, women in particular, the subject of personal health is considered very private. Through use of a peer moderator and one-on-one interviews that took place in the home, we were able to uncover important insights that may not have been gained through a more traditional qualitative or quantitative study.  

Insights from this research informed several strategic initiatives, including a public health campaign that directs communication at Hispanic moms to get regular checkups for themselves so that they may be there for their family.

Meaningful experience

Hispanic culture is one of the richest and most diverse cultures in the world. Once all of the practical considerations have been put into place, you are ready to experience a beautiful, powerful, field cultural experience that will, no doubt, lead to transformative insights. It is not uncommon for client participants to receive a gift from a grateful participant, be invited to a special event or find themselves choked-up from a profound and meaningful experience in the field.

As Hispanics continue to influence and inform culture in the U.S., it is critical to deepen our familiarity with them. Ethnographic research is a valuable tool for conducting qualitative research among Hispanic consumers. Done well, Hispanic ethnography offers an up-close and personal experience with a dynamic and powerful consumer group.